Learning Modules

Whether we like it or not, rules are a part of life – at home, at school, and at work. Learning how to adhere to organizational guidelines is an integral skill for students of all backgrounds and interests, as well as for current job-seekers and young professionals. In this LAP, students will learn the importance of company protocols, policies, and procedures, as well as the personal and organizational benefits of adhering to them.LAPs are comprehensive instructional packages that include all...

We may not always like following them, but rules are an important part of life. Without rules, our world wouldn’t run very smoothly. Learning how to follow rules of conduct is essential to being a member of any organization, team, or workplace. This LAP will guide your students in learning what rules of conduct are, what consequences occur when rules are broken, and techniques to successfully follow rules of conduct.LAPs are comprehensive instructional packages that include all elements of a...

Businesses of all shapes, sizes, and industries implement chains of command to keep their operations flowing smoothly and efficiently. Whatever career path students decide to pursue, they will need to know how to work within a chain of command. In this LAP, students will discover the personal benefits of following the chain of command, as well as concrete steps for working within a hierarchical system. In the Gray Zone, students will be confronted with a situation in which personal...

What makes an effective price? There’s no single factor, which means that pricing is much more difficult than simply placing a tag on an item! With this LAP, your students will learn about all the work that goes into each pricing decision, as well as how pricing affects every element of the marketing mix. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes...

Every business goes through a unique process for pricing products. Pricing objectives differ for each company and price is affected by everything from economic conditions to competition in the marketplace. Teach your students what factors go into a product’s final selling price, what expenses the price needs to cover, and how companies use selling price to reach their goals.LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Calculating the break-even point is a valuable skill that all businesses need, so help your students learn all about it with Tipping Point! This LAP teaches students how to calculate the break-even point—step by step—and explains to students how calculating breakeven can help every business. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about...

Many sport and event consumers look for prices that give them the most bang for their buck. Others are willing to pay top dollar for an elite product or to attend a big event. Teach your students the many factors that help marketers determine and establish prices for sport/event products. Gauge Your Prices (Pricing the Sport/Event Product) explains price’s power to distinguish products, segment the market, and convince consumers to buy. This LAP includes information, activities, examples,...

Customer service can help a company stand out above the competition and make a lasting impression on customers. Clearly, it’s important for a business’s success! This LAP explains how to focus on customers, use technology, offer great internal service, and study the competition to provide customer service that helps a business thrive. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT!...

Deciding what products to offer is one of the most important decisions a company makes. Whether a business is adding a new product line or altering a product it already makes, a lot goes into product-mix decisions. This LAP explains the dimensions of the product mix and shows how product-mix strategies work. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes...

In a teen’s world full of wireless smartphones, headphones, and laptops, warranties and guarantees are important. But what is guaranteed exactly? Do your students understand how warranties and guarantees benefit them and the businesses that provide them? Check out the LAP Promises, Promises (Warranties and Guarantees), with examples from Apple, Craftsman Tools, and Fairfield Inn & Suites, to help your students understand the basics of these agreements, how the law regulates them, and much...

Product brands don’t simply appear—there’s a lot of time, money, and creativity behind each brand on the market! This LAP explains brand strategies and the components of a good brand name. It also details the important stages of the branding process. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about product branding, a (So What?) discussion...

Consumer protection measures attempt to minimize the risks of purchasing and using consumer products. Teach your students about the need for consumer protection and the steps that businesses and the government take to keep consumers safe. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about consumer protection, a (So What?) discussion of why...

Many types of data, such as customer data, competitor data, sales data, and more, are essential for informed marketing decision making. Thriving businesses take the time and effort to gather and analyze these data and use them to their best advantage. Teach your students how to identify useful marketing data from both internal and external sources. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout...

It takes a lot more than just a product name and logo to make up a corporate brand! Brand promises, brand personalities, and core values are just a few of the important components that small-business owners must keep in mind when developing brands. This LAP outlines the steps business owners take when creating their own successful corporate brands. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout...

Marketers in charge of developing sport/event licensing programs must do so with a great deal of care. Show students the main legal considerations involved, and give them a crash course on trademark basics. Take them on a guided tour through the process, teaching them how to select licensees and draft license agreements. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout for...

Businesses of all sizes must learn how to manage their products and services if they want to be successful. This LAP explains the role that product/service management plays in marketing and describes how product/service managers help their companies get ahead. The LAP also shows the benefits that companies will get from product/service management and three main phases of the management process. LAPs are comprehensive instructional packages that include all elements of a performance-oriented...

What do brand identities, brand values, and brand personalities have in common? They’re all important parts of corporate brands. Building a corporate brand is an essential part of a business’s success! This LAP explains what corporate brands are and how companies tell their corporate brand stories.LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information...

Just like living things, products on the market experience a life cycle. In this LAP, students will learn the characteristics of each stage of the product life cycle as well as various marketing techniques used by companies during each stage. In the Gray Zone, students will consider the ethicality of selling products in foreign countries with less stringent employment, health, and safety regulations to boost profits on products in later stages of their life cycles. LAPs are comprehensive...

Between choosing wording for labels, selecting packaging materials, and monitoring product quality, product managers often face serious ethical dilemmas. In this LAP, students will examine several common ethical issues that product managers deal with on a daily basis – and gain an in-depth understanding of the importance of ethical behavior in product/service management. In the Gray Zone, students will consider the case of a product manager who is facing pressure to label a new product with...

Every product needs a position! Positioning shows customers how a product is unique. Teach your students about this important marketing activity. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about factors used to position products/services, a (So What?) discussion of why it's important to learn, ideas (Make it Pay!) for immediate application,...

Footballs, jerseys, concerts, and conventions are just a few of a wide range of sport/event products. The variety of these and other sport/event products, along with their unique characteristics, make sport/event marketing an interesting and challenging task. More Than a Ticket (Elements of Sport/Event Product) uses activities, videos, and more to teach students about special considerations when marketing sports, events, and other sport/event products. LAPs are comprehensive instructional...

Businesses depend on new product ideas to help them anticipate and respond to market changes, stay ahead of the competition, and replace old products. But where do they look for inspiration? Businesses generate new ideas using techniques such as brainstorming, mind mapping, attribute listing, and many more. Use this LAP to help your students understand the importance of ideation to businesses, sources of new product ideas, and creative-thinking strategies. LAPs are comprehensive instructional...

Licensed sport products are around us every single day. This LAP teaches your students how the licensing system works, why trademarks are important, and how licensing differs from branding, sponsorship, or endorsement. This LAP will also help your students understand the differences between a licensor and a licensee, as well as the advantages and disadvantages of being both. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

In today’s competitive market, businesses want to stand out and be noticed, and one great way to do so is with celebrity endorsements. Use this LAP to show your students why businesses spend millions to have superstars promote their products. Play the Name Game (Celebrity Endorsements) will teach your students types of endorsements, advantages and disadvantages of celebrity endorsement, and ways in which celebrities make consumers pay attention and buy promoted products. This LAP includes...

A unique selling proposition shows a company’s special niche in the marketplace. Teach your students about USPs—what they are, why they’re important, and how to create them. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about unique selling propositions, a (So What?) discussion of why it's important to learn, and a short (Gray Zone) case...

Promotion consists of all the communication activities that inform potential customers about goods, services, images, or ideas. Advertising, personal selling, publicity, and sales promotion make up the elements of an organization’s promotional mix. But what exactly are these elements? How do businesses choose which promotional mix will lead them to success? This LAP will engage your students in a thorough understanding of the promotional mix, the factors that affect the choice of a promotional...

How do businesses let customers know about new products? How do special interest groups communicate their ideas? How do companies maintain or improve their images? The answer is promotion. This LAP explains who uses promotion, what makes it effective, and its many benefits. It also details the three most common objectives of promotion. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT!...

Advertisements are all around us—on television, on the Internet, on billboards, and more. This LAP explains how businesses use newspapers, radio, broadcast media, the Web, direct mail, and other types of advertising to inform people about their products. It also details the trends and technology that are changing the advertising world. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT!...

We’re surrounded by promotional messages every day—but how many people can identify the types of promotion? This LAP explains the difference between product and institutional promotion, highlights the uses of institutional promotions, and details the three types of institutional promotion. It also describes the advantages and disadvantages of promotional activities. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes...

Show your students how sport/event businesses use PR and publicity to influence public perceptions. The images created by events, sports, and the athletes and entertainers who appear at them have a tremendous impact on fans. Play to the Fans (Building Fan Support) will teach your students the strategies sport/event businesses use to create and maintain a positive image, build goodwill, and manage unpredictable publicity through effective PR efforts. Videos, activities, and more reveal...

Events of all types depend on sponsors for support. However, sponsors benefit too! Scoring Customers Through Sponsorships (Sport/Event Sponsorships) explains the many benefits that sponsors receive. This LAP also explains the risks sponsors face and how they carefully select and pursue beneficial sport/event sponsorships. Activities, videos, and much more teach students how sponsorships can be a win-win—providing benefits for sponsors and for sport/event organizations.LAPs are comprehensive...

"Out-of-the-box” sales promotions catch people's attention, create excitement for the game or event, and stand out from the crowd of competitors. Teach your students how to identify great ideas for these one-of-a-kind opportunities.LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about "out of the box" sales promotions for sports/events, a (So...

Quality management is an integral practice of every successful business – from the smallest startups to the largest corporations. In this LAP, students will study the characteristics of high-quality goods and services and discover the three main components of quality management: quality control, quality assurance, and quality improvement.LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with...

Ethics and risk management are two increasingly important topics in business. They need each other to be successful. But what exactly is the relationship between them, and how do they interact with one another? This LAP discusses the relationship between ethics and risk management, as well as ethical issues risk managers face and ways to promote ethics in risk management.LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

The selling process is a complex procedure that varies across industries, products, and customers. In this LAP, students will gain valuable insight into the selling process that will help them in their current or future roles as salespeople. They’ll learn what steps are involved, how those steps are implemented differently across situations, and why the sales process matters to salespeople, companies, and customers. LAPs are comprehensive instructional packages that include all elements of a...

Salespeople must remain alert so that they can give customers the assistance they need to reach decisions throughout the sale—and to make the final decision to buy. Teach your students how to help their customers make all the “mini” decisions leading up to the final buying decision. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about helping...

Successful salespeople carefully identify each customer’s personality type and use the appropriate sales techniques to meet the customer’s needs and make the sale. Teach your students how to develop this important selling skill. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about addressing needs of individual personalities, a (So What?)...

Feature-benefit selling is an important way for your students to make their products stand out in a crowded market. Use Find Features, Boost Benefits to teach them how to use this skill to their advantage! With this LAP, your students will learn about features and benefits, how to tell the difference between the two, and how to create a feature-benefit chart. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes...

Part of being a salesperson involves recommending specific products to customers based on their needs and wants. Sounds easy – but it can be more complicated than it seems! In this LAP, students will learn how to recommend products in various tricky situations, such as when the product that a customer requests is out of stock, or doesn’t suit his/her unique needs. In the Gray Zone, students will examine the ethicality of “trading up,” or recommending a product that is more expensive than...

Finding customers can be hard, but keeping them is even harder! Use this LAP to show your students why businesses and salespeople need to do more than just attract customers—they must turn them into a loyal clientele. Keep Them Loyal will show your students the many ways that building a clientele can benefit businesses and salespeople. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color...

Salespeople must identify the right people to sell their products to. It’s a process called prospecting, and it’s a vital component of successful selling. Teach your students why prospecting is important and how they can demonstrate this necessary skill. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout for students (with CopyIT! permission) that includes information on...

What makes a salesperson successful? It takes self-motivation, self-confidence, creativity, and a whole lot more! With this LAP, you can help your students learn all about 12 important traits that successful salespeople must have. Students will also learn what selling is, why it’s important, and how it keeps our economy moving. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout...

Following up is as important in selling as it is in other aspects of life. Teach your students why salespeople follow up and how they can add this beneficial skill to their selling arsenals. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout for students (with CopyIT! permission) that includes information on follow-up strategies, a (So What?) discussion of why it's important to...

It can be hard to tell what’s wrong and what’s right when it comes to selling. Do your students know which selling practices are illegal? And can they tell when they might be crossing the moral line? Teach your students about legal and ethical considerations in selling with Keep It Real—In Sales! LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout for students (with CopyIT!...

Do your students understand what customer service really means? It’s a lot more than just a department or a business function. Quality customer service can help build partnerships and increase sales, but only if you know how to use it! Teach your students the keys to good customer service with Go Beyond the Sale. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. The Complete LAP includes an 8-page, full-color handout for students...

To be successful, salespeople must be well-prepared. They must know as much as possible about the products they sell. Teach your students why product information is important to salespeople, when they use it, and where they find it! LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about acquiring product information for use in selling, a (So...

Sponsorships provide a wealth of benefits to both sponsors and sport/event organizations. Make the Match (Selling Sponsorships) explains the profitable nature of sponsorship agreements and teaches students the step-by-step method for selling sponsorships successfully. This LAP includes examples, activities, video links, and more—all focused on the dynamics of selling sponsorships in sport/event marketing.LAPs are comprehensive instructional packages that include all elements of a...

When it comes to convincing customers of their need for products, “seeing is believing.” In this LAP, students will gain hands-on experience planning and executing a product demonstration. They will learn how to select the right product to demonstrate, how to choose the appropriate product features to highlight, and how to handle interruptions during the demonstration. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...